The article also notes that soloist Melanie Atkins is also retiring from her dance career and will become Children’s Ballet Mistress. While this is described as a new role, for many years Sydney Leonard, who was a colleague of Boston Ballet founder E. Virginia Williams, served the same function.

From Christopher Muther in the Boston Globe:
[url=http://www.boston.com/lifestyle/fashion/articles/2009/10/22/a_rebranding_of_the_boston_ballet/]Typecast no more? - After a tumultuous few years, Boston Ballet gives its image a modern makeover[/url]

I'm never sure these rebranding campaigns are really as important as marketers seem to think they are. Are more people really going to go to the ballet just because their LOGO LOOKS DIFFERENT? I seriously doubt.

However, the fans will buy more t-shirts because they will want the latest logo. So I guess that indirectly improves the company's finances.

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